International Marketing: Scope of the International Market Place

This report provides a comprehensive overview of international marketing, focusing on the scope of the international marketplace and its implications for businesses. The introduction highlights the importance of marketing in an increasingly globalized world, using Marks and Spencer's as a case study. Task 1 delves into the concepts and scope of international marketing, exploring the rationales for international market growth, including increased sales, profit, and innovation. It outlines various market entry routes such as franchising, partnerships, and acquisitions. Task 2 examines key criteria and selection processes for entering a new market, including country identification, preliminary and in-depth screening. It also discusses the advantages and disadvantages of different market strategies. Finally, Task 3 focuses on various international marketing approaches, comparing local and international market competitors to develop effective strategies. The report concludes with a summary of findings and references.

International
Marketing :Scope of the
international market place

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
LO1.............................................................................................................................................1
P1. Concepts & scope of International Marketing......................................................................1
P2: Rational for international market growth and its routes.......................................................2
TASK 2............................................................................................................................................3
LO2.............................................................................................................................................3
P3. Key criteria and selection process to use while entering a market.......................................3
P4. Advantages & disadvantages of market strategies................................................................5
LO3.............................................................................................................................................6
P5. Overview on the argument global vs local debate................................................................6
P6. Difference in the international product, pricing, promotion and distribution approach.......7
TASK 3............................................................................................................................................8
LO4.............................................................................................................................................8
P7. Various international marketing approaches........................................................................8
P8. Comparison of local as well as international market competitors........................................9
Conclusion.....................................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is the life and blood of an organisation. Marketing ensures that the company's
new product or service that is manufactured by the company is promoted well to the customers.
This will not only attract them but also create a curiousness about the item. With the growing
market trends, and globalisation, now the companies target for the international market. Many
company's have used the modern and advance techniques of various mediums to boost up the
market of their products. The company of context is Marks and Spencer's. In this research we
will discuss various international marketing techniques, how to implement them and what will be
their effect on the company's growth. Also, the comparison of marketing conditions at home as
well as the international market will be done. Apart from this, the competitor's strategy to expand
and how to meet it, will be discussed. Besides this, we will also work upon to analysis of the
appropriate marketing strategy for the company and its impact on company.
TASK 1
LO1
P1. Concepts & scope of International Marketing
With the change in the global market trends & globalisation, the market has become an
international arena to compete for the promotion of the product. Nowadays, companies are
approaching for the international marketing campaign to attract the customers from other
countries too (Aydin and Kacker, 2015). This will help the companies to get a better growth on
the world market and a better exposure to their services which will help them to analyse their
core capabilities and give a better idea about their market position. The key concept is to identify
the ongoing as well as future market trends & make an efficient strategy to meet the demands of
the customers. Also, it will include a basic plan to meet the global customer's demand (Beamish,
2013). It includes a process to develop the company's policies to meet the international standards.
The scope of international marketing will help the organisation to promote product and services
developed by cited firm in an effective way on an international level.
The concept of international marketing involves the factors like cross country trade relations,
setting up of MNC's and meeting of targeted goals and generate a good amount of revenue for
the firm. This will improve the performance of the business firm to a greater extent.

This process includes 2 strategic approaches:
 Orientation of the company towards foreign trade.
 Guidance to make sales in foreign market.
Any change in the external as well as the internal environment of the company which will affect
its performance on the international level (Boso, Hultman and Oghazi, 2016). It is the
adaptability of the company towards the global market trends that will ensure that it will survive
this changes or not.
The scope of the International marketing will be:
 Export: Trading of goods and services in the international market, from one country to
another. It is in bided by the rules and regulations of the country which governs them. For
example, the exporting of the various operations helps the M & S to export its products in
various countries and gain a better productivity in international market.
 Import: Purchasing of the goods or services from the other country to the host country is
also in bide by the custom law's of both the country's. For example, M & S will import
the various products from different countries to cater the requirement of the customer's,
this helps the company to gain a better customer loyalty.
 Re-Export: the process include the transportation of imported items within the host
country itself (Cavusgil and et.al., 2014). It uses a free circulation area which is a free
trade zone. It is not much bounded to trade regulations. This process is usually used by
bigger companies for warehousing the products. M & S will also adopt the approach of
Re export where it will import the raw material from the other countries and process it as
a finished good to re export it in different countries.
 Contractual agreement: When a company operates in the international markets, it is
more susceptible to various sort of changes thus it helps the company to get a better share
of the market share and the productivity to the company. Market expansion leads to
customer expansion which causes rise in profit. For instance, an agreement between the
host country and the M & S will help the company to gain a better productivity and plan a
better international market strategy.
 Joint venture- This includes merging of two companies together in order to enter a new or
potential market. Linking with each other can also reduce the risk for the companies. It
can provide huge advantage to the organisation, as merging together can also help them
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in removing barrier for entering a foreign market. A local partner can help them in
making understand the dynamics of domestic market and may support organisation in
doing business.
 Fully owned manufacturing- Fully owned manufacturing in any foreign company can
help them in expanding their business and selling their product over there. This can also
help them in increasing their revenue.
This will improve the scope of the organisation in a better way. It will help the cited
enterprise to connect with its customers in a better way and plan the further future strategies for
growth and development.
Adoption of international marketing in organisation can also contribute to peace among
nation. As, all the functions which are linked with business such as development, production and
marketing includes persons from all around the world to do business together. This can also act
as an opportunity for company and can alo reduce risk for the organisation.
P2: Rational for international market growth and its routes
The international market growth of the company depends largely on the strategies and
policies of the company. This will bring a positive environment in the company and will improve
the profitability of the company. Marks & Spencer's will be adapting such policies and core
strategies to increase its market share on a global level. M & S will go for the approaches that
will help the company to penetrate the international market. Also, it will give the company's
management a brief idea about its core market position on the international level (Fan, S., Lau,
R.Y. and Zhao, J.L., 2015). As, M & S will evolve its business in the international market, it will
require some basic idea about the customers of various nations with cultural, geographical and
economic backgrounds. To meet their demands and requirements of the customers, the company
has to adopt various techniques to tackle it.
Rational for entering international market are-
 Increase sales: Increase in sales of the organisation can be one of the rational to enter the
global market. Company can also be involved in designing unique and different products
to attract consumers in the international regions.
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 Improve profits and increase innovation: The company can also enter the global
market in order to improve their sales and profit. Entering international market can also
provide them with various opportunities to enhance their revenue. Also, extending
consumer base internationally can support financially and technically for developing new
products.
 Learning and education: Sometimes, there might be chances that the main reason of
Marks and Spencer to enter international market is not earning. May be the company
want to learn something new like culture existing among different diversities etc.
 Economies of Scale: Selling products internationally can assist company in achieving the
large economies of scale. Organisation will also get benefit of intellectual property such
as brand, model of service, or patented good. It would also support them in increasing the
demand of their product.
Various Routes to market company can adopt are-
 Franchising- Franchising of the product can be one of the route to enter the international
market which Marks and Spencer can adopt. This can help company in exploring the
broader range of market. Also, this can help them in attracting new consumers. It can
open their doors to reach wider geographical areas.
 Partnership- Entering into partnership with some other firm or local company of the
country which organisation wants to enter can help them in easily entering the market.
Also, partnering will create a brand image for the company which would attract more
customers. Barriers to entry would also be removed because of this.
 Acquisition- Acquiring an old company running in the domestic market of country can
also be one of the way to enter the market. It can be beneficial to Marks and Spencer, as
they would have the existing brand image and customer base. They can also have a claim
on the market share. Also, government will also treat like a local firm.
As the firm planning to expand its business performance on the wider level this will help
in the effective management of the business operation and the implementation of international
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marketing techniques. As a firm, it is beneficial to get international customers base and but also
make the firm exposed and susceptible to international market competition.
M1 opportunities and challenges of international market.
The major opportunity of the international market is to get the better and wider customer
base and generate good revenue. While, on the other hand the challenge is the uncertainty in the
market environment. The major opportunity I that it helps the firm in getting international
customers base and foreign revenue but the major challenge is that it makes the firm exposed and
susceptible to international market competition.
TASK 2
LO2
P3. Key criteria and selection process to use while entering a market
For entering a new market, M & S has to consider a various type of criteria to make a
policy to work upon the selection process of the international marketing strategy the company.
This, criteria will help the company to enter into the new market & plan their processes
accordingly (Leonidou, Katsikeas and Morgan, 2013). The reason behind this selection process
is to tackle the international market with efficiency & good management. This selection process
includes following steps which are been taken into consideration by M & S are:
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1. Country Identification: For this process, M & S will analyse the cultural,
economical and social conditions prevailing in the country that can affect the
market penetration of the company. Some times, it can be a straightforward
process but many times, it takes quite a measure of time to get analysed. It will
help M & S to make a better market strategy to cater the needs of the customer of
the respective country as per the requirements and environment of the nation.
2. Preliminary Screening: this process includes the detailed assessment of the
factors like currency stability, economic growth rate, exchange rates, level of
consumptions and purchase capacity of people in the country (Pavlou and
Stewart, 2015). This will help M & S to determine and decide the process cost
along with other investments to be made in the country. This will help the cited
firm to assess the various factors that can affect the operations of the company
and tackle them in a better way.
3. In depth screening: This process considers the factors that are essential to find
the feasibility of the market penetration in the country. All the micro and macro
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Illustration 1: Market Entry Strategy Process
Source: The International Market Entry Evaluation Process

economic factors are been considered and then the plan is been decided to expand
the market the target country. The approaches include the marketing mix and
other factors to grow the market of the company in the country. It will help the
company to assess the better share of the knowledge about the international
market and make the appropriate strategy to handle it.
4. Final Selection: In this step, all the factors are been shortlisted which helps the
management of M & S to select the company. In this step, the close competitors
and their strategy is also discussed by the assessment managers to help the
management to draw a blue print of plan to meet the market demands a customer
requirements in that country (Sutherland, 2016). Even the personal visit by the
management officials can be done to identify the trade environment in the real
time conditions.
The M &S will use the various sort of the strategies like preliminary or in depth screening
to improve its productivity and profitability in the international market. Besides this, it will also
help the cited firm to make a better business plan to gain a better customer loyalty. The key
approach and criteria for entering the new market will involve detailed market analysis and
strategic planning in order to minimise the chances of loss. The assessment of the scalability and
performance vectors of the firm will help in increasing the core compatibility of the business
organisation that will help in suitable rise in business operations and reduce the chances of
giving away of revenue that can be faced by the firm.
Evaluation of market while entering into international market
 Pricing potential- While entering a new market Marks and Spencer must be involved in
evaluating the price potentiality of the country where they are entering. They should
analyse whether the consumer of that region are able to purchase product at this price or
not.
 Market size- This should be also evaluated by company in order to know how many
individuals are actively involved in buying products that organisation itself is going to
sell.
 Cost of value delivery- Company should have keen analysis that how much cost would
be required in developing and delivering the value offered both in terms of money and
effort.
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 Up-sell potential- This should be checked by organisation in order to know if there exists
any secondary product which could attract more customers. For example Consumer who
purchase clothes from company can also buy cosmetic as well.
P4. Advantages & disadvantages of marketing entry strategies
Marketing entering strategies are to be made by the management of the company to
tackle the requirement constraints of the country and the customer's in them. This will help the
company to get a sustainable stability which will help the company after penetrating in the
market. Also, marketing strategies will tell the company to make the essential decisions that will
contribute in the companies' growth (Tsang, E.W. and Yamanoi, J., 2016). Various marketing
strategies like direct exporting, licensing partnering joint venturing and franchising can be opted
by M & S to tackle the growth in needs of the customer in a host country. Some advantages &
disadvantages of marketing strategies are:
Different market entry strategies
Direct exporting- It includes the process of direct selling in the area or region chosen by
company. For example Marks and Spencer can sold there product all over the world by directing
exporting goods through online channels
Advantages- It becomes quiet easy for the company to enter market by this method.
Disadvantages- Exporting can sometime also damage the product.
Piggybacking- Company can approach the other area where they want to expand, they
can check over there if the good have enough potential to enter the market or not. Like for
example they can provide sample to consumers in order to see whether they like it or not.
Advantages- It reduces the risk for the company
Disadvantages- This method is very costly.
Greenfield investments- In this process the company can buy a land and build their
business over there. For example organisation can involve in creating business over a new area
or region to expand their market.
Advantages- They can learn something new about international market.
Disadvantages- It involves a great amount of risk like technological and government
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M2 recommendation for selected organisation
The major recommendation for the cited enterprise is that have an effective and strategic
plan and conduct effective market research in prior to enter in a foreign market. This will help in
effective growth and development of the cited retail entity and help the organisation to mitigate
the risk factors associated with cited retail entity.
D1 Give the proper insight of the adoption of marketing strategies
The proper insight will involve the selection, implementation and utilization of the
different marketing references that will help in good growth of the organisation. The adoption of
these marketing strategies will help the business firm to improve the performance of the firm on
a wider extent.
LO3
P5. Overview on the argument global vs local debate
There will be a vast conditional difference between the global and the local market for a
company like M & S that can affect its market position and presence. While a company is sure
about the taste and requirements of the local customers, there is a condition of uncertainty
between company and the customer's in regard to demands and requirements (Cavusgil, S.T., and
et.al., 2014). This condition is meant to be tackled well by M & S to ensure the sustainable
market position and growth in the host country.
Some key arguments that are been used to generalise the debate between the local and
global markets for M & S are:
Services in the global scenario, the company like M & S are like to provide uniform services or
products in all the operational countries where its business is running. However, in the local
market services capable to provide tailor made service options for one, single product. Many
times, the item or service is meant for a specific group of people only which can affect the
market of the company. Marketing management in company many times the marketing persons
who look after the global marketing approaches are tends to be placed on the higher positions in
a company or organisation rather than the working on the local market.
This manager's or officials can be different in culture, age or gender. While On the local
level, the managers or the employees will be of the native place or country of origin. Market
budgeting of the International market campaign of M & S will be higher than as compared to that
of a local campaign. This economic difference is due to variation in the exchange rates and the
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currency of various countries which may cause increase or decrease of the foreign currency of
the company like M & S while The budget of the local marketing campaign is higher than that of
the global or the international market as the target audience is limited.
The promotional tactics used by the company's like M & S for the local market will be
vastly different from that used for international market.But for international marketing, the
advertisement of same product will be somewhat different in various countries according to the
custom's and culture of the country. However, While in the local market, the work of a marketing
manager will be highly centralised on the promotion of one product for the one segment that is
known to him (Boso, Hultman, and Oghazi, 2016). On international market level, the decision
making process will include the corporate headquarter as it includes larger risk & investments
while In the local market, the marketing strategy decisions will be made by the local authority or
office of the company.
Thus, on the basis of this analysis, it can be said that firm can choose the local or global market
as per the requirements, feasibility and effectiveness of the enterprise. The assessment of the
global and local market will help the business organisation to handle the business activities and
operations according to the scale of organisation.
P6. Difference in the international product, pricing, promotion and distribution approach
The big, multinational retail company's like M & S has a wide and considerable variation
as per the market condition's of the various countries of its operation's to meet the requirements
and demand of the wide variety of customers. This, customers, on the basis of their cultural,
social and economical background, will be a part of the market strategy adopted and
implemented by the company (Fan, Lau and Zhao, 2015). This approach uses the marketing mix
technique which gives the company a general idea about the international market strategy of the
company. The general marketing mix of M & S will include:
 Product: The policy related to product to enter international market includes strategies-
Standardization: It involves making the product standardize in order to enter global market. They
can be also indulged in making no changes in the goods and exporting them as they are. This
strategy involves less cost and risk.
Adaptation- It includes adjusting or adapting the goods according to the Situation prevailing in
the region, where the organisation is planning to expand.
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 Price: In this organisation can introduce separate pricing policies based on global
markets. They can make use of list price, discounts, allowances, payment periods and
credit cards.
 Place: Th company here would be involved in doing market research related to place to
know whether the place is appropriate for selling product or not. They would also see,
that the place should be easily available to consumers.
 Promotion: The promotional strategy in international market involves exchange of data
to new potential consumers. It depends on the factors like the main aim of company for
promotion in the global market. The attitude of local customers towards foreign goods.
The nature and quality of the commodities offered in the market. It also depends on
cultural factors like language, life style, habits values, beliefs etc.
Thus, we can conclude that the product, pricing, placing and the promotion of the
products or the services by the cited firm will help the organisation to carry out the operations of
the company to gain a better productivity and profitability. It will determine whether the
customer will buy the product or the service of M & S or not and will have a better share of the
knowledge about its operations and needs of the international customers. They are different from
each other in the international context and thus will be utilized as per the functionality of the
operations that will support a good rise in the operations' ad thus will help in better improvement
of the market growth of the firm.
They differ from each other in the international context as the firm has to offer and
develop the product range, decide the pricing, adopt promotional measures and follow its
distribution depending on the conditions prevailing within a country.
M3 Various circumstances to adopt international marketing
Various circumstances that will help in the better selection of the international market
strategies are the factors like expansion of business, need of international currency and
improvement in performance and bsuiness conditions on international level. The assessment of
these circumstance will help the organisation to improve the business activities in a better way
giving the firm a international exposure.
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M4 how to adopt marketing mix
The selection of the marketing mix for the international marketing will involve the
assessment of the international market that will support a good growth and development of the
firm. These assessments will help in executing the international marketing activities within the
firm in a larger and effective extent.
D2 how marketing mix is applied on international market.
The marketing mix will be basically based on the business conditions of the international
market. And thus will facilitate a good rise in adoption of the international marketing strategy.
The effective application of marketing mix will help in suitable handling of the
international marketing approaches within the firm in an effective way.
TASK 3
LO4
P7. Various international marketing approaches
A market strategy is needed by a company to run its operational functionality of
marketing its items to its customers. There are some marketing strategies that can be use by M &
S to promote its products or services on an international platform to adopt better productivity and
profitability (Cavusgil, and et.al., 2014). Some major strategies are:
 Understanding of cultural differences- The company should be involved in doing keen
analysis about the market conditions, culture, values, beliefs and sentiments of people.
They should try to understand the cultural difference which could exist due to belonging
to different countries. This would also help company in gaining competitive advantage.
 Utilize the power of social media- To expand their market internationally, social media
platform like Facebook, Instagram, twitter can support them in creating their image over
a region. Also, connecting to consumers through online would also be easier for
company.
 Plan the global campaign- Company should be involved in undertaking global
marketing agency. So, that they could take care of marketing activities going over other
regions. Organisation should be involved in communicating with them constantly.
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The firm can choose one of the marketing strategy as per the convenience and feasibility
that will support a good rise in the effectiveness of the firm.
P8. Comparison of local as well as international market competitors.
The home and the international conditions will be different for the M & S which will
make the company to develop a new and better but different marketing strategy that will help the
company to achieve its market goals. The difference between the local and the international
market will be:
Home International Market
Economic conditions  The economic
conditions in the local
market will be
favourable to the M &
S as it is known to the
company.
 Any change in local
market will have the
impact on the local
outlet of the company
only (Beamish, 2013).
 The economic
conditions will be
unknown to the
company. So it will be
not sure about the
market in their host
country.
 Global economic
changes will be of great
impact as it will affect
the overall economy of
the company.
Cultural factors The cultural & social condition
of the home country will be
known to the company so they
will not perform deep research
before making investments.
As the social & cultural
background and taste of the
customer's is unknown to the
company, it will lead the
management to perform
extensive research.
Political factors Political change on local level
in home country will not affect
much.
Global political changes will
change the economy very
deeply (Cavusgil and et.al.,
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2014).
Promotional tactics The promotional tactics will be
common in all home market.
Promotional tactic s will differ
from country to country on
cultural demand basis.
Ways to assess competitors
The competitors would be assess by identify them, by doing market research. Company
should be involved in gathering information related to them. Organisation should also be
involved in knowing the strength and weakness of competitors. They should also analyse the
quality of goods offered by them.
The native or home and global orientation of the market will be very different that will
help in good rise in the satisfaction level of the firm and the customers. The orientation of home
and global market will differ. Where the home market will have the limited scope and scale the
international market will provide the wider scalability and handling of business activities on a
wider scale at international level.
Conclusion
From the report we can conclude that company's need strong tactics to manage the
international marketing of its products and services. Based on the discussion we can suggest the
company to adopt more technical and cultural sound approaches to meet the market requirement
of the customers in various countries. Also, we can propose various measures to improve
manufacturing prices and promotional costs to attract the customers of smaller economy's to
purchase their goods.
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REFERENCES
Books and journals
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Boso, N., Hultman, M. and Oghazi, P., 2016, July. THE IMPACT OF INTERNATIONAL
ENTREPRENEURIAL-ORIENTED BEHAVIORS ON REGIONAL EXPANSION:
EVIDENCE FROM A DEVELOPING ECONOMY. In 2016 Global Marketing
Conference at Hong Kong. 78(76). pp.999-1000.
Cavusgil, S.T., and et.al., 2014. International business. Pearson Australia.
Fan, S., Lau, R.Y. and Zhao, J.L., 2015. Demystifying big data analytics for business intelligence
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Huang, R. and Sarigöllü, E., 2014. How brand awareness relates to market outcome, brand
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Leonidou, C.N., Katsikeas, C.S. and Morgan, N.A., 2013. “Greening” the marketing mix: do
firms do it and does it pay off?. Journal of the Academy of Marketing Science. 67(2).
pp.151-170.
Pavlou, P.A. and Stewart, D.W., 2015. Interactive advertising: A new conceptual framework
towards integrating elements of the marketing mix. In New Meanings for Marketing in a
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Sutherland, E., 2016. The international business of mobile telecommunications: Expansion
across Africa. Strategic Management Journal. 8(7). pp.90-99.
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Online
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The International Market Entry Evaluation Process,2017
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